Au Rêve

Au Rêve is a legendary café-bistrot perched at the top of the Butte Montmartre in Paris, founded in 1921 in a former creamery at a time when absinthe had just been banned—hence its name, which evokes a dream or reverie. For over a century it has been a gathering place for artists, writers, and local characters, counting among its patrons Jacques Brel, Louis-Ferdinand Céline, Georges Simenon, and Marcel Aymé. Brel is said to have written the first lyrics of "Ne me quitte pas" at a table by the window while waiting for Suzanne Gabriello. In 1954 Étienne Planchon took over the establishment; after his death and that of his wife, their daughter Elyette Ségard became owner at age 19. She and her husband Pierre ran the café for decades until passing the torch in 2008. Today Au Rêve operates both as a traditional Parisian café and as a lifestyle brand, selling a curated collection of souvenirs, clothing, and accessories—T-shirts, hoodies, silk scarves, caps, tote bags, ashtrays, playing cards, stickers, and more—many featuring the café's name and vintage graphics. The merchandise is produced in limited editions, with apparel made in Portugal from organic cotton and some items, like the BIC lighter, made in France. The online shop ships internationally, with free delivery in France on orders over €200. The brand embodies the bohemian spirit of Montmartre while reaching a contemporary audience through its e-commerce platform.

Au Rêve was founded in 1921 in a former creamery in the Montmartre district of Paris, at a time when absinthe had just been prohibited—a circumstance that inspired the café's name. It quickly became a hub of local life and cultural expression, attracting a diverse clientele of artists, writers, and neighborhood figures. Over the decades, its patrons included luminaries such as Jacques Brel, Louis-Ferdinand Céline, Georges Simenon, and Marcel Aymé. Brel famously wrote the opening lyrics of "Ne me quitte pas" at a table by the window while waiting for Suzanne Gabriello. In 1954, Étienne Planchon, who had come from Lozère to train in Paris under an uncle in the café trade, took over the establishment. Following the deaths of his wife in 1962 and himself in 1964, their daughter Elyette Ségard, then only 19, became the owner and also cared for her younger brother. She and her husband Pierre, nicknamed "Picsou" for his background as a banker, managed the café for nearly half a century. In 2008, they handed over the business after 54 years of family stewardship. Under new ownership, Au Rêve continued as a café but also expanded into a brand, launching an online shop that offers a range of souvenirs and apparel inspired by the café's history and Montmartre's artistic legacy. The product line includes organic cotton T-shirts and hoodies made in Portugal, silk scarves, caps, tote bags, and small accessories like BIC lighters made in France. The brand emphasizes limited editions and exclusive designs, with the café's name and vintage motifs screen-printed on many items. The online store ships internationally, with free delivery in France for orders over €200, and maintains a customer service contact at shop@aureve.com. Today, Au Rêve remains a beloved landmark on the Butte Montmartre, its mythic aura sustained by the many famous figures who once frequented it, while its merchandise allows a global audience to own a piece of that history.

• 2008

  Elyette and Pierre Ségard hand over the café after 54 years of family management.

• 1964

  Death of Étienne Planchon; his daughter Elyette Ségard becomes owner at age 19.

• 1962

  Death of Étienne Planchon's wife.

• 1954

  Étienne Planchon takes over the establishment.

• 1921

  Au Rêve is founded in a former creamery in Montmartre, Paris, at a time when absinthe is banned.

A historic Parisian café turned lifestyle brand, blending bohemian Montmartre heritage with contemporary, limited-edition merchandise.

• T-shirt Oversize "Au Rêve"

  100% organic cotton, 235g/m2, oversized fit, screen-printed, made in Portugal. Price: $70.00.

• Hoodie vert

  100% organic cotton, 465g/m2, oversized fit, screen-printed, made in Portugal. Price: $152.00.

• Foulard en soie

  Silk scarf. Price: $105.00.

• T-shirt Oversize "Service Continu"

  Oversized T-shirt with "Service Continu" print. Price: $70.00.

• Casquette

  Cap. Price: $59.00.

• T-shirt Oversize "Bar Café"

  Oversized T-shirt with "Bar Café" print. Price: $70.00.

• Pull 100% laine mérinos

  100% merino wool sweater. Price: $221.00.

• Sweatshirt gris chiné

  Heather grey sweatshirt. Price: $128.00.

• Sweatshirt vert

  Green sweatshirt. Price: $128.00.

• Grand cabas

  Large tote bag. Price: $47.00.

• Cendrier

  Ashtray. Price: $47.00.

• Boîte de 5 dés

  Set of 5 dice. Price: $18.00.

• Planche de stickers

  Sticker sheet. Price: $6.00.

• Vide-poche

  Trinket dish. Price: $30.00.

• Verre à eau

  Water glass. Price: $18.00.

• Bloc-notes

  Notepad. Price: $18.00.

• Jeu de 54 cartes

  Deck of 54 cards. Price: $18.00.

• Briquet

  BIC lighter, 22x76x11 mm, made in France. Price: $4.00.

1. 1Au Rêve official websiteaureve.com
2. 2Au Rêve – Wikipedia (French)fr.wikipedia.org
3. 3Au Rêve – Wikidatawikidata.org
4. 4Hoodie vert – Au Rêveaureve.com
5. 5T-shirt Oversize "Au Rêve"aureve.com
6. 6Briquet – Au Rêveaureve.com